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通过采用SWOT分析与层次分析相结合的方法,对湖北省汉川市某银行服务品牌营销策略进行分析。首先,选用SWOT分析法对该银行开展服务品牌营销的优势与劣势以及机遇与挑战进行分析。其次,运用层次分析法构建模型,对银行服务品牌营销策略的影响因素的重要性进行排序,得出SO(优势与机遇)问题是该银行服务品牌营销中最需重视的影响因子。根据上述分析,并针对提取的主要影响因子给出相应的建议,提出具体的服务品牌营销改进与竞争策略,以推动汉川某银行开展有效的服务品牌营销。
Through the method of combining SWOT analysis and AHP, this paper analyzes the service brand marketing strategy of a bank in Hanchuan, Hubei Province. First, SWOT analysis is used to analyze the strengths and weaknesses of the service brand marketing of the bank as well as the opportunities and challenges. Secondly, using the analytic hierarchy process to build the model, we rank the importance of influencing factors of the banking service brand marketing strategy. It is concluded that SO (Advantage and Opportunity) is the most important factor in the bank’s service brand marketing. According to the above analysis, and given the main factors for the extraction of the corresponding recommendations, put forward specific service brand marketing improvement and competitive strategy to promote a bank Hanchuan effective service brand marketing.